Title

Students' Perceptions of Body Art: Implications for Marketing Managers

Document Type

Article

Publication Date

1-1-2018

Department

Educational Research and Administration

Abstract

The primary purpose of this study was to assess the extent to which attitudes among a current sample of colege students regarding persons with body art may differ from those reported approximately ten years previous. Using the same instrument and general sampling procedure as in an earlier study, a survey was conducted resulting in a geographically dispersed sample of 434 respondents ranging in age from 18 to 49 years. Although it may have een expeced that variations in the obtained sample from the earlier one as well as the passage of time would result in differences in attitudes, such was not the case. Exploratory Factor Analysis revealed that the factor structure inherent in the present data was virtually identical to that reported in the earlier study. Although there are relatively minor differences, overall the pattern of attitudes and stereotypes toward persons with body art are quite similar to that reported in the earlier study. Specific similarities and differences between the two data sets and their implications for marketing management are discussed.

Publication Title

Global Journal of Management and Marketing

Volume

2

First Page

87

Last Page

106

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